There's no difference at all, she says. And worse, the notion of
people "morphing" between these two states is holding everybody
back.

“It is really getting in our way of understanding who people are
as human beings,” Grant said. “Our experiences as a consumer can
prompt a different shopper experience and our experience as a
shopper can influence us as consumers.”

She said that the "person" sits at the center of the
discussion, rather than in one of the preset "consumer" or
"shopper" boxes. Buyers don't see themselves as consumers or
shoppers, yet brands can't seem to wrap their heads around
that.